/google-ad

name: memstack-marketing-google-ad
description: "Use this skill when the user says 'google ad', 'search ad', 'PPC', 'Google Ads', 'responsive search ad', 'ad extensions', or needs keyword groups, headlines, descriptions, and Quality Score optimization for Google Ads. Do NOT use for Facebook/Meta ads or SEO."
version: 1.0.0
license: "Proprietary, MemStack™ Pro by CW Affiliate Investments LLC. See LICENSE.txt"

Google Ad: Creating Google Ads campaign...

*Designs search and display campaigns with keyword groups, bidding strategy, responsive search ads, ad extensions, and Quality Score optimization for Google Ads.*

Activation

When this skill activates, output:

`Google Ad: Creating Google Ads campaign...`

Then execute the protocol below.

Context Guard

| Context | Status | |---------|--------| | User says "Google ad", "search ad", "PPC", "Google Ads" | ACTIVE | | User says "responsive search ad" or "ad extensions" | ACTIVE | | User wants to run paid search or display campaigns | ACTIVE | | User wants Facebook/Meta/Instagram ads | DORMANT: use Facebook Ad | | User wants organic SEO ranking | DORMANT: use SEO skills |

Common Mistakes

| Mistake | Why It's Wrong | |---------|---------------| | "Bid on your brand name? That's free in organic" | Competitors bid on your brand. Brand campaigns have 5-10x ROAS and protect your traffic. | | "Use broad match for everything" | Broad match burns budget on irrelevant queries. Start with phrase and exact match. | | "One ad group, all keywords" | Keyword-to-ad relevance drives Quality Score. Group tightly themed keywords (5-15 per ad group). | | "Set it and forget it" | Check search term reports weekly. Negative keywords save 20-30% of wasted spend. | | "More keywords = more traffic" | 10-20 high-intent keywords outperform 200 broad keywords every time. |

Protocol

Step 1: Gather Campaign Requirements

If the user hasn't provided details, ask:

> 1. **Product/service**: what are you advertising? (name, URL, price point) > 2. **Campaign type**: Search, Display, Shopping, or Performance Max? > 3. **Target location**: countries, states, cities, or radius? > 4. **Monthly budget**: total ad spend available? > 5. **Goal**: sales, leads, phone calls, or website traffic? > 6. **Competitors**: who else bids on these terms?

Step 2: Keyword Research & Grouping

**Keyword intent tiers:**

| Tier | Intent | Match Type | Example | Priority | |------|--------|-----------|---------|----------| | Tier 1 | Bottom-funnel (buy now) | Exact | [buy crm software] | Highest | | Tier 2 | High-intent (solution-aware) | Exact/Phrase | "best crm for small business" | High | | Tier 3 | Mid-intent (problem-aware) | Phrase | "how to manage customer data" | Medium | | Tier 4 | Brand terms | Exact | [your brand name] | Always on |

**Ad group structure (SKAG-inspired):**

Campaign: [Product/Service], Search
├── Ad Group 1: [Core keyword theme A]
│   ├── Keywords (5-15): [exact] and "phrase" match variations
│   ├── Responsive Search Ad 1
│   └── Responsive Search Ad 2
├── Ad Group 2: [Core keyword theme B]
│   ├── Keywords (5-15): [exact] and "phrase" match variations
│   ├── Responsive Search Ad 1
│   └── Responsive Search Ad 2
├── Ad Group 3: [Brand terms]
│   ├── Keywords: [brand name], [brand + product]
│   └── Responsive Search Ad (brand-specific)
└── Ad Group 4: [Competitor terms]
    ├── Keywords: [competitor name + alternative]
    └── Responsive Search Ad (comparison angle)

**Negative keyword starter list:**

| Category | Negative Keywords | |----------|------------------| | Free-seekers | free, cheap, discount, coupon, torrent, crack | | Job-seekers | jobs, careers, hiring, salary, interview | | Education | tutorial, course, how to, what is, definition | | Irrelevant | review, complaint, lawsuit, scam |

Customize negatives based on the specific business.

Step 3: Write Responsive Search Ads (RSA)

Each RSA requires up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Google rotates and tests combinations automatically.

**Headline categories (provide at least 3 from each):**

| Category | Purpose | Example | |----------|---------|---------| | Keyword match | Relevance to search query | "CRM Software for Small Teams" | | Benefit-driven | Why they should care | "Close 3x More Deals" | | Feature-specific | What's included | "Built-In Email & Pipeline" | | Social proof | Trust signals | "Trusted by 10,000+ Companies" | | Urgency/offer | Drive immediate action | "Start Free: No Card Required" |

**RSA template:**

Headlines (15):
H1: [Primary keyword + core benefit]              ← pin to position 1
H2: [Secondary benefit or feature]                  ← pin to position 2
H3: [Social proof: customer count or rating]
H4: [Offer: free trial, discount, or guarantee]    ← pin to position 3
H5: [Feature 1]
H6: [Feature 2]
H7: [Feature 3]
H8: [Urgency, limited time or scarcity]
H9: [Question, "Need [solution]?"]
H10: [Brand name + value proposition]
H11: [Competitor comparison angle]
H12: [Outcome, "Get [result] in [timeframe]"]
H13: [Trust, "Award-Winning" or "Top Rated"]
H14: [Location-specific if relevant]
H15: [Alternative phrasing of H1]

Descriptions (4):
D1: [Expand on the core value prop. Include a CTA. 90 chars max.]  ← pin to position 1
D2: [List 2-3 features with benefits. 90 chars max.]
D3: [Social proof + trust signal. 90 chars max.]
D4: [Offer details + urgency + CTA. 90 chars max.]                  ← pin to position 2

**Pinning strategy:**

• Pin your best keyword-match headline to position 1 (guarantees relevance)
• Pin your best CTA description to position 1
• Leave all others unpinned so Google can optimize combinations
• Never pin more than 3 elements, over-pinning kills Google's ability to test

Step 4: Configure Ad Extensions

Ad extensions increase ad real estate and improve CTR by 10-15%.

| Extension | Purpose | Example | |-----------|---------|---------| | **Sitelinks** (4-6) | Direct lin